Marketing Management Plan to Achieve Corporate, Financial, and Marketing Objectives

Assessment Information
This is an individual assessment.
This assignment requires you to prepare an individual marketing report based on the following scenario and tasks.
Scenario:
Your company has been taken over by a global private equity firm. You have previously been working for your company for four years as a marketing team, tasked with creating mobile phones for both the European and Asian markets. The new owner wants to understand what you have been doing for the last four years, and more importantly, understand what you plan to do in the future. You must compile a marketing report, reviewing your past performance and current situation, and explaining your plans for the future. The new owner of your company has high standards: you must convince the owner that your business plan for the future is viable. 
The Task:
Using a range of marketing planning methods, analyse your team’s marketing and financial performance in the marketing simulation game, assess the team’s current market situation, and design a viable strategic marketing plan for the future of your team’s business. Conduct a critical evaluation of the tools and processes used in creating the plan, and an additional marketing concept to enhance future competitive performance.
STRUCTURE OF THE REPORT:
I. A Marketing Plan of approximately 2500 words that applies appropriate theoretical concepts in marketing planning and strategic marketing in order to analyse the company’s marketing performance over a four year period, and create a credible marketing plan for the coming two year period. The report should include:
Review & Audit for Periods 1-4 & Current Situation (1250 words approx)
a. A brief introduction to the background of your business, including clear mission and vision statements. You must then provide a structured summary of your performance through periods 1-4. b. A marketing audit including: PESTEL analysis, Porter’s Five Forces analysis, a critical analysis of your previous STP (Segmentation, Targeting & Positioning) strategy and marketing mix tactics, and a SWOT analysis. (NB: Ensure you edit the analyses down to the key points that will drive your planning. If required, put more word-intensive analysis into appendices, and summarise the key points in your main text).
Marketing Plan for Periods 5-6 (1250 words approx)
c. A set of appropriate objectives for periods 5 & 6. Include a clear mission statement (if changed), and a set of medium-term (to year 6) corporate, marketing and financial objectives. d. An explained and justified set of marketing strategies that you plan to adopt for periods 5-6. This will include strategies for growth and STP strategy. There should be clear evidence of the use and application of appropriate strategic tools in determining strategy. Apply these tools where you deem them to be most applicable. Tools may include, but are not limited to,: Ansoff Matrix, BCG Matrix, Segmentation models and Positioning Maps.e. An explained and justified range of marketing mix tactics you will use in your plan to fulfil your stated marketing strategy(s), and to position your market offering competitively within your chosen target market segment(s).f. A quantifiable set of planning and implementation controls including a clear set of key performance indicators (KPIs) applicable to your strategic and tactical plans, and service quality controls. Add in a set of Corporate Social Responsibility (CSR) pledges and/or objectives relevant to your planning context.g. A quantitative forecast (including unit sales, revenues, costs and profits) for periods 5 & 6 to reflect your plans, objectives and the KPIs you have previously identified.
II. A Critical Evaluation of the tools and processes used in creating the plan, and additional marketing concepts to enhance future competitive performance. (1500 words approx).
a. A critical evaluation of the key planning tools and concepts used in parts b and d above: critically discuss the role and value of the main tools used and how they are expected to contribute to future competitive advantage and performance.b. A critical evaluation of an additional theory, concept or model used in modern marketing: critically discuss the role and value of your chosen theory, concept or model, in general marketing terms (with examples) and explain how it could be applied to your business to contribute to future competitive advantage and performance.
III. Supporting evidence for the marketing plan, which can be taken directly from the simulation. Downloaded data, charts and graphs can be included, as well as selected extracts from excel analysis
IV. List of References and Bibliography.
Note:i. The limitations of the word count can be overcome by synthesizing the results of your team’s performance in the simulation game in your main report and illustrating them in detail as separate Tables in your Appendices section. ii. You are advised to research appropriate sources including Mintel, Statista, Euromonitor, etc for    information on market conditions as well as browse websites of key market players.